Role of Media in Creating Farmers' Awareness on Salinity in the Southwest Coastal Region of Bangladesh

This study explores the role of mass media in raising awareness about salinity issues in coastal Bangladesh, a region increasingly affected by climate-induced environmental changes. Set within the broader context of public communication and environmental awareness, the research aimed to assess both the effectiveness of media channels in disseminating information on salinity and the current level of public awareness. A mixed-method approach was employed using face-to-face surveys with 210 purposively selected respondents across seven unions in Koyra Upazila. Moreover, content analysis was conducted over one month on the prime-time night news of Bangladesh Betar, Khulna, and Bangladesh Television using a structured coding sheet. The findings reveal a general lack of public awareness regarding salinity, largely attributed to the limited role played by mass media, NGOs, and government agencies. Media coverage was found to be minimal, with few relevant or targeted programs addressing salinity issues. The content lacked regularity, depth, and contextual relevance to the community’s actual needs. These results highlight the urgent need for coordinated efforts by media agencies, government institutions, and civil society to improve the scope, quality, and frequency of communication on salinity-related challenges. Enhanced media engagement can play a vital role in promoting informed decision-making and community resilience.